We are absolutely delighted with our latest acquisition for our archive. Burt’s Directory and Guide of Mayfair: Coronation Edition offers a fascinating insight into the area of Mayfair in 1953. We particularly love the following quote from journalist Gilbert Harding’s introduction:
“Mayfair… is superbly good at everything. It has the best of everything. Apart from the best shops and the best hotels, who would deny that it has some of the best cars, the best clothes, the best hats, and of course the best people.”
The Regent Street Association goes on to say “Some cities have famous boulevards; others boast their tall buildings while not a few point to their antiquity. London has Mayfair… It is steeped in history. Here have the great ones of politics, business, art and society lived and loved.”
Sixty-nine years on, we continue to be immensely proud of our history, establishments and alumni.
The street directory tells us that, on the south side of Hertford Street, no.s 8, 9 and 12 continued to be used as apartments, following their conversion from large family homes earlier in the 1900s. No. 7 was home to University Motors Ltd. (a car and light commercial vehicle stockist), University Electrics Ltd. (who, according to the April 1963 edition of Wireless World were specialist radio dealers, being the sole UK distributors for “the Clarion 85A, an all transistor car radio manufactured by the Clarion Trading Company of Tokyo”), and University Marine Ltd., a subsidiary of University Motors Ltd., who sold motor boats designed and built by Aeromarine Ltd. From no. 19, eminent designer Madame Olga Mattli ran her millinery business, which, in the 1950s age of elegance, must’ve attracted a significant trade.
The theatre guide is absolutely fascinating; new play The Mousetrap (which famously become London’s longest running production) was on at the Ambassadors Theatre with a cast featuring Richard Attenborough, Sadler’s Wells had a Gilbert and Sullivan season, and London Laughs was at the Adelphi, starring Tony Hancock and Vera Lynn.
The directory’s advertisements feature absolutely charming stylised illustrations and the services offered are truly in the spirit of the age and area (please see the images below).
As a special coronation edition, the publication also provides details for the celebrations including the procession route and the list of official events, which ran from 27 May (commencing with a lunch at Westminster Hall) until 25 July (culminating with the Queen’s presence at the Civil Service Sports Day in Chiswick). It also explains how you could view the coronation procession, including via television (many UK families bought their first tv set for the occasion).
Photo credits: © 9 Hertford Street
